As a household essential durable consumer goods, the market demand of washing machine is affected by many factors, such as macro-economy, real estate, consumption upgrading, technological innovation, brand competition and so on.2022In 2010, the domestic washing machine market suffered its largest decline in volume in five years due to the new crown epidemic and the global supply chain crisis. However, in the cold winter of the market, there is no lack of warm currents. The product structure of large-capacity, high-end, and subdivision continues to be optimized. High value-added categories such as clothes dryers maintain rapid growth. Domestic brands are in overseas markets.“full flowering”It shows strong competitiveness and resilience.2023With the global economic recovery and domestic consumption picking up, the washing machine market is expected to usher in new growth opportunities and challenges.

1. market size slips but segments grow

According to data from the Champ Consulting Group,2022China's washing machine market omni-channel sales3660Ten thousand units, down year on year10.5%. Sales size is770Billionyuan, down year-on-year8.3%. Volume decline hit a near5The most of the year. The reason is that, first of all, the macro environment is not ideal, especially the real estate downturn, including washing machines, as the post-cycle sector of real estate, has been affected to a certain extent. More importantly, China's washing machine industry has entered the stock market. The overall environment is weak, superimposed on the stock of the industry game, resulting in this year's washing machine market decline.

However, there are still dividends in the washing machine market. With the emergence of two-child and three-child families, the attention of the mini-washing and zoned washing markets within the washing machine market continues to heat up, and high value-added categories such as clothing care machines continue to grow at a high speed. In many sub-categories, the dryer is the seed player in the blue sea. From2018year breakthrough10After the 100 million yuan mark, the sales of clothes dryers went against the trend and maintained a high growth rate.2022In, dryer sales have exceeded78Billion yuan, a year-on-year increase of more25%。

2. average price rises product“New”Stand

Overall, the washing machine market product structure continued to optimize. According to data from the Champ Consulting Group,2022The average price of the domestic washing machine market in2103Yuan, year-on-year increase2.4%. From the sales point of view, the two categories of single and double cylinder washing machines and pulsator washing machines, whether online or offline, are gradually declining, but the share of drum washing machines is gradually rising. The offline consumption upgrade is more obvious.5000The percentage of washing machine sales in the price segment below $, in2022There has been a slight decline in the year. Instead5000+To1million+The proportion of high-end washing machine sales has increased. Large capacity is also a structural bright spot in recent years.2022Under the annual line10The proportion of sales of washing machines of kilograms and above has almost accounted9The year-on-year increase is even closer.9%. At the same time,10The proportion of sales of washing machines below kilograms is declining.

From the product point of view, this year's high-end new products have also achieved multi-dimensional transitions such as attribute upgrades, morphological upgrades, and functional upgrades. From clothing partition washing and protection, sterilization and mite removal, more professional clothing washing and protection suit, to one-stop washing and drying integrated machine, ultra-thin full-embedded products, large-capacity large-tube diameter and other products, have become new growth opportunities.

3. Plus Code Line to Build Industry Resilience

Near5Over the years, the percentage of online sales in the washing machine industry has moved from2018of the year3Cheng, jumped2022of the year6into. A number of washing machine enterprises are moderately reduce the proportion of online, under the regression line, from the head of household appliances to small and medium-sized brands, are more concerned about profit space, value-added ability. Compared with online, offline has a more direct scene experience, a better product structure, and a more obvious increase in average prices. In recent years, the growth rate of the washing machine industry line from2018of the year22%gradually reduced0.1%On the one hand, this is the online growth bottleneck, but also manufacturers in the code line.

We have seen that head brands and mainstream brands hold on to the first and second lines, creating large-scale physical examination shops, creative living halls, complete brand halls, smart living families and other forms, designing with unified high standards, creating immersive experience venues for users, building a stylized contact network, driving integrated sales with selling scenes, and promoting profit improvement with increasing customer unit price. At the same time, the head brand is also rapidly sinking three or four lines, establishing a systematic and perfect sales network. Through the channel sinking, comprehensively strengthen the positioning of the national high-end brand.

However, small and medium-sized brands, which are like a duck to water in the third and fourth tier markets, can often respond more quickly and flexibly to new market trends. In recent years, small and medium-sized brands are increasing their support for dealers and terminal merchants, strengthening store personnel training, enabling retail terminals, constantly meeting the personalized needs of county and town consumers, highlighting product samples, improving after-sales service capabilities, and increasing profit margins.

4. brand pattern stable domestic goods continue to rise

In terms of brand, as a highly competitive household durable consumer goods market, the brand structure of the domestic washing machine market is relatively stable. Haier, Little Swan and other brands have always occupied an absolute advantage in the washing machine market, and are far ahead by virtue of their high attention. Throughout the washing machine brand attention list in recent years, the top brands have not changed much.2022Year, whether online or offline, washing machine industryTOP3、TOP5、TOP10Brand concentration has increased again. This is mainly due2022Annual channel differentiation intensified, user consumption contacts scattered, which manufacturers and channels of the full link marketing capabilities, put forward a new test. The head brand relies on the multiple advantages of products, channels and marketing, and can fully expand the new channel, reach a wider range of users, and build a stronger competitive barrier. However, small and medium-sized enterprises are subject to cost pressure and are difficult to fully expand new channels. It is more difficult for them to reach consumers and lose their market share. Therefore, the washing machine industry in the brand pattern, further showing the characteristics of the stronger.

The competitiveness of domestic brands of washing machines is also increasingly evident, squeezing the traditional high-end foreign brands. The online market,2022The proportion of sales of domestic brands has increased91%. The proportion of sales of joint venture brands decreased9%, is being seized by the national boutique share. It is worth mentioning that with the advancement of washing technology and the upgrade of protective clothing experience, the share of domestic brands is also increasing under the line that pays more attention to quality and experience.2022The proportion of sales of domestic brands has increased slightly73.3%，2022The proportion of sales of joint venture brands decreased26.7%. Consumer demand based on high-end enjoyment is rising rapidly, and national leaders that respond to changes on the demand side have come to the fore and eaten this dividend.

5. looking to the future washing machine market is expected to recover

From the perspective of the general environment, the national and even the global consumer market is gradually recovering. From the demand side, the trend of consumers pursuing a better life and striving to upgrade consumption has not changed. From the supply side, washing machine manufacturers focus on user needs, from the functional innovation, technology iteration and experience upgrade and other dimensions of a comprehensive breakthrough. Relying on the strong resilience of China's home appliance industry,2023In the year, the washing machine industry is expected to maintain its strength while at the same time, to high-quality growth.

According to data from the Champ Consulting Group,2023China's washing machine market is expected to achieve a weak recovery throughout the year, with sales reaching3750About 10,000 units, year-on-year growth2.5%; sales reached800About 100 million yuan, year-on-year growth3.9%. Among them, in the online market, with the continuous innovation and expansion of new channels such as e-commerce platforms and social e-commerce, and the improvement of consumers' online shopping habits and trust, online sales of washing machines will continue to maintain rapid growth; In the offline market, it is necessary to strengthen the grasp of high-end consumption in first-and second-tier cities, as well as deep cultivation of third-and fourth-tier cities and rural markets, and improve the experience and service of offline channels, as well as the exploration and application of the new retail model.

In terms of products, the washing machine industry will continue to develop in the direction of large capacity, high-end, intelligence, and segmentation to meet the diversified needs of different consumers. Large-capacity washing machines will become the mainstream,10The proportion of sales of washing machines above kilograms will be further increased; high-end washing machines will highlight quality and experience,5000The sales proportion of washing machines above yuan will continue to grow; intelligent washing machines will realize more artificial intelligence and Internet of things functions, such as voice control, remote control, automatic identification, automatic adjustment, etc., to improve the convenience and comfort of users; subdivision washing machines will be aimed at different scenes and people, such as mother and child washing, partition washing, wall-mounted type, mini type, etc., to meet the personalized needs of users.

In terms of brands, the washing machine industry will maintain a relatively stable pattern, and domestic brands will continue to dominate, and will also face more intense competition. Head brands such as Haier and Little Swan will rely on their strong technological innovation capabilities, channel layout capabilities, brand influence and other advantages to make more breakthroughs in the high-end market and overseas markets; mainstream brands such as Midea and Hisense will rely on their rich product lines, Flexible market strategies, good reputation and other advantages, maintain rapid growth in the mid-to-high-end market and third-and fourth-tier markets; other small and medium-sized brands need to strengthen their core competitiveness, find the entry point of differentiation, seize the opportunity of market segmentation, and enhance brand awareness and loyalty.

Anyway,2023Washing machine market demand is expected to show a recovery trend, but also faces many challenges and variables. Washing machine manufacturers need to keep up with market changes, grasp consumer trends, strengthen technological innovation, improve product quality, expand channel networks, and strengthen brand building in order to stand out in the fierce market competition.